(Kanebo CHICCA counter design)(image from www.nikkei.co.jp)
(the classy detail of the packaging)(image from www.chicca.jp)
On March 5, Kanebo will launch a new brand, CHICCA (pronounced “kikka”), which will have its own counters in department stores in Japan. The brand image will be minimalistic and sophisticated.
Targeted at a more mature clientèle, CHICCA will be one of the most high-end brands under the Kanebo Company. In the makeup line, a lipstick will retail at around 50 USD and the pressed powder will retail at around 98 USD in Japan.
(CHICCA’s debut base and color makeup lineup)
(image from www.chicca.jp)
(CHICCA’s debut skincare lineup)(image from www.nikkei.co.jp)
(part of the color makeup lineup)(image from www.chicca.jp)
Following the debut of Coffret D’Or last December, this will be another important move from Kanebo, which was not doing very well financially and was purchased by Kao in early 2006. It would be interesting to see how CHICCA competes with other top-end brands in the future.
Updated on January 28, 2008:
CHICCA’s official website has been launched.
Photos of the details of the compact design and part of the color makeup lineup have been added above.
The brand is gradually appealing to me more and more. The Enthralling Powder Eye Shadow (particularly the duo in #02, beautifully named Chiffon Lavender Dress) and Flush Blush (a cream blusher) are just two of the items that have caught my eye.
(CHICCA Enthralling Powder Eye Shadow(images from www.chicca.jp)
Related Posts:
SUQQU: Sensuality with an Attitude
(another major high-end brand in Japan)
All About Japanese Cosmetics
(Can’t have enough of them…)
Loving Japanese Brands
(Read about my 7 favorite Japanese brands.)
{ 2 comments… read them below or add one }
The brand looks very interesting and the packaging is very elegant! I’m not entirely sure it will do well for Kanebo though! I’m not sure what it is leading me to that conclusion but I just have a bit of doubt with it. Lunasol is Kanebo’s high-end gem that appeals to both young and old alike while this is appealing to an older, more mature audience which isn’t a had thing but I think much of the Asian cosmetic market is geared towards younger girls.
It’ll be interesting to see how well it does in the upcoming months!
Although the packaging is delightful, the colors aren’t appealing to me nor is the rather high end price tag ;)
Hi The Muse,
Upon looking at the initial photos of CHICCA, I was not sure if the look of the brand appealed to me. But, after browsing through the official website, I think I am getting the brand a bit more and that it has been appealing to me more.
Indeed, CHICCA is specifically marketed towards a more mature audience. This is very similar to SUQQU. While SUQQU has cult products like the lash curler, the concealers, and the cream foundation that have been popular across the age groups, it will be interesting to see if CHICCA can do the same.
You are absolutely right that most of today’s beauty market in Japan is very youth-oriented. (For example, 10 years ago, eyeshadows from Japanese brands were not so shimmery like what we see today.)
But, I think that some major cosmetics brands have realized that the youth beauty market has slowly been getting to a saturation point and that they have started to create more options for the more mature members of the market, many of whom have a very strong spending potential and need more choices. I think, as a whole, this is quite pleasant to see.
SUQQU proved to be a sensation when it was launched in Japan and it proves that there is a market for high-quality products with a very grown-up brand image. It would be interesting to see how well CHICCA can do.
Thank you for commenting on my blog again, particularly for inspiring me to compare the two brands! :) (I might follow up on this with another post in the future…)